MAM
Nick, Bombay Dyeing snuggle up for bed linen launch
MUMBAI: Kiddies’ channel Nick is all set to brighten kids’ bedrooms with its foray into a range of products in the bed linen category.
The channel has tied up with Bombay Dyeing to bring two of its most popular shows, SpongeBob SquarePants and Blue’s Clues on bed linen.
This special range will be available across Bombay Dyeing’s network of 450 exclusive outlets and 16,000 multi-brand outlets. The colourful designs capture SpongeBob and the puppy Blue in various expressions amidst colourful images of bubbles, butterflies, trees, etc. Each of the two characters is available in two designs and three colours. Every set contains one bed sheet and two pillowcases in 100 per cent cotton priced at Rs 699 onwards.
“Bombay Dyeing with its rich heritage and strong network is a giant in the field of premium range of home collection products. The quality products coupled with the lively images of Nick’s endearing characters is sure to create a lot of buzz among kids,” said MTV Networks senior vice president network development, South Asia (licensing and merchandising) Sanjeev Hiremath.
“Bombay Dyeing is delighted to launch its new range of bed sheets with Nick. The initial response of all the products placed in the market has been overwhelming and we are looking forward to some exciting times with this association,” said Bombay Dyeing & Manufacturing Co. Ltd head domestic business Aloke Banerjee.
Nick India director-business and operations Pradeep Hejmadi, on the other hand said, “Over the years, many of our characters have developed a strong bond with kids and our intent is to bring them even closer to Indian kids. We are extremely pleased to partner with Bombay Dyeing on our debut into the consumer products category. Kids today have much more say about their environment and naturally want it to be more colourful and energetic.
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
